Framing & Messaging

In a noisy world, the dominant voices are those that successfully "frame" the story.

A frame is more than an interpretation of events. It is a way of understanding, a mental shortcut that helps people to manage information. As the artificial intelligence expert Roger Schank puts it, "understanding means finding a story you already know and saying, 'Oh yeah, that one."' That's the frame.

We help clients identify the optimum frame and establish it in the public mind. In a crisis, we can help lift a story out of a frame that might have been set up by critics.

To many in the environmental movement, PR is akin to clear-cut logging or polluting rivers, but Jim Hoggan has a very high standard for his profession. He is committed to telling the truth and despises spin and deception.